Rolls-Royce Bespoke Boom

More than half of the Rolls-Royce Ghosts sold last year were bespoke, according to numbers released today by the automaker.

All told, Rolls customized 56 percent of Ghost and Ghost Extended Wheelbase cars sold worldwide. The service includes things like adding unique paint colors and interior trimmings to custom-making champagne sets, humidors and picnic cupboards.

Executives say the effort helped push Rolls-Royce to record sales. Last year the Goodwood, England-based company sold 3,538 cars sold worldwide, up 31 percent over 2010. The previous sales record had been set in 1978.

“It is always our goal to exceed our clients’ highest expectations and fulfill their innermost desires,” said Torsten Müller-Ötvös, the CEO of Rolls-Royce. “The passion with which our bespoke craftspeople create these beautiful cars is reflected in some truly outstanding examples delivered across the globe last year.”

It seems to be working: Phantoms delivered to Middle Eastern clients reached 99 percent last year, up from 75 percent in 2005. (In some markets in the Middle East, every Phantom sold was bespoke.) In Europe the figure increased from 50 percent to 89 percent for the same time perior, and in North America it rose from 30 percent to 84 percent.

The United Kingdom, the third largest single market for Rolls-Royce cars, rose from 60 percent to 88 percent bespoke content. Asia Pacific rose to 79 percent from 50 percent six years ago.

Also related to the boom is the fact that Rolls-Royce has recently expanded bespoke operations to meet growing demand, doubling since August the number of bespoke experts who work in Goodwood. The company will also expand its manufacturing facility, which sometimes handles bespoke work, beginning next month.

Word from the factory is that two-tone paint colors on the exterior and bright, bold interior leather hues are the most popular requests right now.